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      EXPERIÊNCIA TURÍSTICA MEMORÁVEL, PERCEPÇÃO COGNITIVA, REPUTAÇÃO E LEALDADE AO DESTINO: UM MODELO EMPÍRICO Translated title: EXPERIENCIA TURÍSTICA MEMORABLE, PERCEPCIÓN COGNITIVA, REPUTACIÓN Y LEALTAD AL DESTINO: UN MODELO EMPÍRICO Translated title: MEMORABLE TOURIST EXPERIENCE, COGNITIVE PERCEPTION, REPUTATION AND LOYALTY TO THE DESTINATION: AN EMPIRICAL MODEL

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          Abstract

          RESUMO Os destinos, de acordo com mudanças de comportamento dos turistas, começam a se posicionar como fornecedores de experiências. Neste contexto, estudos recentes apontam que as experiências turísticas relevantes tendem a aumentar a propensão dos turistas de se lembrarem do destino. O objetivo principal deste estudo foi propor e testar um modelo de relações entre as dimensões subjacentes da Experiência Turística Memorável, da Percepção Cognitiva, da Reputação e da Lealdade ao Destino. A metodologia foi um survey com 664 respondentes de todos os estados do Brasil. Realizaram-se (1) a análise e exclusão de outliers univariados e multivariados, (2) a análise fatorial exploratória e (3) a validação do modelo de mensuração e do modelo de estrutura usando modelagem por equações estruturais. Os resultados indicam que 11 das 13 hipóteses testadas são significativas ao nível de 1%. Além disso, observaram-se as cinco dimensões subjacentes na Experiência Turística Memorável – (1) Hedonismo, (2) Novidade, (3) Conhecimento e Cultura Local, (4) Renovação e (5) Envolvimento. A Novidade foi a dimensão mais saliente.

          Translated abstract

          RESUMEN Los destinos, de acuerdo con los cambios de comportamiento de los turistas, empiezan a posicionarse como proveedores de experiencias. En este contexto, estudios recientes señalan que las experiencias turísticas relevantes tienden a aumentar la propensión de los turistas a recordar el destino. El objetivo principal de este estudio fue proponer y testear un modelo de relaciones entre las dimensiones subyacentes de la Experiencia Turística Memorable, de la Percepción Cognitiva, de la Reputación y de la Lealtad al Destino. La metodología fue un survey con 664 encuestados de todos los estados de Brasil. Se realizaron (1) el análisis y exclusión de outliers univariados y multivariados, (2) el análisis factorial exploratorio y (3) la validación del modelo de mensuración y del modelo de estructura usando el modelado por ecuaciones estructurales. Los resultadosi ndican que 11 de las 13 hipótesis testeadas son significativas a nivel del 1%. Además, se observaron las cinco dimensiones subyacentes en la Experiencia Turística Memorable – (1) Hedonismo, (2) Novedad, (3) Conocimiento y Cultura Local, (4) Renovación y (5) Envolvimiento. La Novedad fue la dimensión más destacada.

          Translated abstract

          ABSTRACT As tourists’ behavior changes, tourism destinations have started to assume the role of experience providers. In this context, recent studies reveal that relevant tourist experiences tend to increase the likelihood that the tourist will remember the destination. The main purpose of this paper was to propose and test a model of relations between the underlying dimensions of memorable tourism experience, cognitive perception, reputation, and loyalty towards a destination. The study method consisted of a survey involving 664 tourists from all Brazilian states. The study procedures included (1) analysis and exclusion of univariate and multivariate outliers, (2) exploratory factor analysis, and (3) validation of the measurement model and structural model using structural equation modeling. The results indicate that 11 of the 13 tested hypotheses were validated at a significance level of 1%. It was also observed that among the five underlying dimensions of Memorable Touristic Experience identified – (1) Hedonism, (2) Novelty, (3) Local Knowledge and Culture, (4) Revival and (5) Engagement - Novelty was the one that stood out most.

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              Welcome to the experience economy.

               B J Pine,  J H Gilmore (1998)
              First there was agriculture, then manufactured goods, and eventually services. Each change represented a step up in economic value--a way for producers to distinguish their products from increasingly undifferentiated competitive offerings. Now, as services are in their turn becoming commoditized, companies are looking for the next higher value in an economic offering. Leading-edge companies are finding that it lies in staging experiences. To reach this higher level of competition, companies will have to learn how to design, sell, and deliver experiences that customers will readily pay for. An experience occurs when a company uses services as the stage--and goods as props--for engaging individuals in a way that creates a memorable event. And while experiences have always been at the heart of the entertainment business, any company stages an experience when it engages customers in a personal, memorable way. The lessons of pioneering experience providers, including the Walt Disney Company, can help companies learn how to compete in the experience economy. The authors offer five design principles that drive the creation of memorable experiences. First, create a consistent theme, one that resonates throughout the entire experience. Second, layer the theme with positive cues--for example, easy-to-follow signs. Third, eliminate negative cues, those visual or aural messages that distract or contradict the theme. Fourth, offer memorabilia that commemorate the experience for the user. Finally, engage all five senses--through sights, sounds, and so on--to heighten the experience and thus make it more memorable.
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                Author and article information

                Contributors
                Role: ND
                Role: ND
                Role: ND
                Journal
                va
                Turismo : Visão e Ação
                Tur., Visão e Ação
                UNIVALI (Balneário Camboriú, SC, Brazil )
                1415-6393
                1983-7151
                December 2016
                : 18
                : 3
                : 584-610
                Affiliations
                Belo Horizonte Minas Gerais orgnameUniversidade Federal de Minas Gerais Brazil
                Belo Horizonte Minas Gerais orgnameUniversidade Federal de Minas Gerais Brazil
                Belo Horizonte Minas Gerais orgnameUniversidade Federal de Minas Gerais orgdiv1Centro de Pós-Graduação em Administração Brazil
                Article
                S1983-71512016000300584
                10.14210/rtva.v18n2.p584-610
                Page count
                Figures: 0, Tables: 0, Equations: 0, References: 55, Pages: 27
                Product
                Product Information: website
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                Artigos

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